MAJOR PROJECT REPORT

ON

CYBERSECURITY CONCERNS IN THE DIGITAL AGE

Submitted in partial fulfilment of the requirements for the award of the degree of

BACHELOR OF COMMERCE HONOURS BCOM (H)

UNDER THE GUIDANCE OF

DR. ASHU LAMBA

ASSISTANT PROFESSOR, VIPS

SUBMITTED BY:

MUSKAAN MEHRA

Enrolment number: 02917788821

Vivekananda School of Business Studies

Vivekananda Institute of Professional studies

Guru Gobind Singh

Indraprastha University,

AU Block (Outer Ring Road)

 TABLE OF CONTENTS

CONTENT PAGE

CERTIFICATE 3
ACKNOWLEDGEMENT 4
CHAPTER 1 : INTRODUCTION 5
CUSTOMER CENTRIC APPROACH 8
RATIONAL FOR CHOOSING THE TOPIC 16
OBJECTIVES 17
CHAPTER 2 : LITERATURE REVIEW 18
CHAPTER 3 : RESEARCH METHODOLOGY 23
CHAPTER 4 : FINDING AND ANALYSIS 28
CHAPTER 5 : CONCLUSION, SUGGESTIONS AND LIMITATIONS 37
BIBLIOGRAPGY 43
ANNEXURE 44
CERTIFICATE

This is to certify that the project titled “CUSTOMER CENTRICITY AND IT’S
IMPORTANCE IN BUSINESS ” is an academic work done by “MUSKAAN MEHRA”
submitted in the partial fulfilment, of the requirement for the award of the degree of Bachelor
of Commerce (BCOM [H]) from Vivekananda Institute of Professional Studies, Vivekananda
School of Business Studies, New Delhi, under my guidance & direction. To the best of my
knowledge and belief the data & information presented by him/her in the project has not been
submitted earlier.

DR. ASHU LAMBA

SIGNATURE OF FACULTY GUIDE

 ACKNOWLEDGEMENT

I express my sincere gratitude and thanks to DR. ASHU LAMBA for giving me an
opportunity to enhance my skills through this project. I am thankful for her guidance,
patience and consummate support. I extend my heartiest thanks to her for enlightening my
path. Without her sincere advice, this project would have been impossible.

Moreover, I would also like to thank the various people who were involved with this project
and gave me invaluable guidance in this regard. Without their help, this project would not
have been as comprehensive and detailed as it is.

I also feel grateful and elated in expressing my indebtedness to all those who have directly or
indirectly helped me in accomplishing this research.
 CHAPTER 1

INTRODUCTION
INTRODUCTION
A customer is someone who purchases goods or services from a business in exchange for
payment. Customers play a crucial role in the economy as they drive demand for products
and services, which in turn stimulates production and economic activity. Businesses often
prioritize satisfying their customers by providing quality products, excellent service, and
positive experiences to encourage repeat business and build brand loyalty.

1.Definition: A customer is an individual, group, or organization that purchases goods or

services offered by a business. The transaction typically involves exchanging money for the
product or service provided.

2.Types of Customers:

•Retail Customers: These are individuals who purchase products or services for personal use.

•Business Customers: Also known as B2B (business-to-business) customers, these are

organizations that buy goods or services to support their own operations or for resale.

•Wholesale Customers: These are businesses that purchase goods in large quantities from
manufacturers or distributors to resell to retailers or other businesses.

•Consumer Customers: These are the end users of products or services, whether they
purchase directly or indirectly through intermediaries.

•Enterprise Customers: Typically larger organizations or corporations that make substantial

purchases and may require customized solutions or specialized support.

3.Roles of Customers:

•Revenue Generation: Customers are the primary source of revenue for businesses. Their
purchases directly contribute to a company's financial health and sustainability.
•Feedback and Insights: Customers provide valuable feedback through their interactions,
which businesses can use to improve products, services, and overall customer experience.

•Brand Advocacy: Satisfied customers can become brand advocates, promoting the
company's products or services through word-of-mouth recommendations, social media, and
reviews.
•Market Demand Drivers: Customer preferences, needs, and behaviors shape market demand,
influencing businesses' strategies, product development, and marketing efforts.
•Relationship Building: Establishing and nurturing relationships with customers is essential
for long-term success. Building trust and loyalty can lead to repeat business and positive
brand perception.

4.Customer Lifecycle:
•Acquisition: Attracting new customers through marketing, advertising, and sales efforts.
•Conversion: Converting prospects into paying customers through effective sales and
marketing tactics.
•Retention: Maintaining ongoing relationships with customers by providing quality products,
excellent service, and personalized experiences to encourage repeat purchases.
•Loyalty: Building loyalty and advocacy among existing customers through rewards
programs, incentives, and superior customer service.
•Winback: Re-engaging with lapsed or inactive customers to encourage them to return and
make purchases again.

5.Customer-Centric Approach: Many businesses adopt a customer-centric approach,

prioritizing the needs, preferences, and satisfaction of customers in all aspects of their
operations. This approach involves understanding customer personas, gathering and
analyzing data to inform decision-making, and continuously adapting strategies to meet
evolving customer expectations.
In essence, customers are the lifeblood of any business, and understanding their needs,
preferences, and behaviors is critical for success in today's competitive marketplace.
WHAT IS CUSTOMER CENTRIC APPROACH?
A customer-centric approach is a business philosophy and strategy that prioritizes the needs,
preferences, and satisfaction of customers above all else. It revolves around understanding the
customer's journey, delivering exceptional experiences at every touchpoint, and building
long-term relationships based on trust and loyalty.
1.Understanding Customer Needs:
•Businesses employing a customer-centric approach invest time and resources in
understanding their customers' needs, preferences, and pain points. This understanding often
involves collecting and analyzing data through market research, surveys, feedback
mechanisms, and customer interactions.

2.Creating Positive Customer Experiences:

•Customer-centric businesses aim to provide exceptional experiences at every touchpoint of
the customer journey. This includes seamless interactions across various channels such as in-
person interactions, websites, mobile apps, social media, and customer service.
•Emphasis is placed on aspects like user-friendly interfaces, personalized recommendations,
quick response times, efficient problem resolution, and consistent communication.

3.Tailoring Products and Services:

•Rather than relying solely on internal ideas or assumptions, customer-centric companies
actively involve customers in the product or service development process.
•This might involve conducting focus groups, beta testing, or co-creation sessions where
customers provide feedback and insights that inform product features, design improvements,
and overall offerings.

4.Building Customer Relationships:

•Customer-centric businesses prioritize building long-term relationships with their customers
based on trust, transparency, and mutual respect.
•This involves regular communication, personalized interactions, and going above and
beyond to meet individual customer needs and preferences.
•Loyalty programs, exclusive offers, and special perks are often used to reward and
incentivize repeat business.

5.Continuous Improvement:
•Customer-centric organizations are committed to continuous improvement based on
feedback and insights from their customers.
•They actively seek out opportunities to refine their products, services, and processes to better
meet customer expectations and stay ahead of competitors.
•This might involve implementing new technologies, streamlining workflows, or re-
evaluating policies and procedures to enhance the overall customer experience.

6.Employee Engagement:
•Engaged and empowered employees are essential for delivering exceptional customer
experiences.
•Customer-centric companies prioritize employee training, empowerment, and recognition to
ensure that frontline staff have the skills, tools, and motivation to meet customer needs
effectively.
•Employees are encouraged to take ownership of customer issues and empowered to make
decisions that prioritize customer satisfaction.

7.Measuring Success:
•Key performance indicators (KPIs) in a customer-centric organization often revolve around
customer-centric metrics such as customer satisfaction scores (CSAT), Net Promoter Score
(NPS), customer retention rates, and customer lifetime value (CLV).
•These metrics help businesses track their progress toward delivering exceptional customer
experiences and identify areas for improvement.
Overall, a customer-centric approach is not just a strategy; it's a mindset that permeates every
aspect of an organization's culture and operations. By putting the customer first and
continuously striving to exceed their expectations, businesses can build strong, lasting
relationships that drive loyalty, advocacy, and sustainable growth.
ADVANTAGES OF CUSTOMER CENTRICTY
1. Increased Customer Satisfaction: By focusing on understanding and meeting customer
needs, businesses can enhance overall customer satisfaction. Satisfied customers are more
likely to remain loyal, make repeat purchases, and recommend the business to others.

2. Improved Customer Loyalty and Retention: Building strong relationships with

customers leads to increased loyalty and retention. When customers feel valued and
understood, they are more likely to continue doing business with the company over the long
term, reducing churn rates and increasing lifetime customer value.

3. Higher Revenue and Profitability: Satisfied and loyal customers tend to spend more
and are less price-sensitive. By prioritizing customer satisfaction and retention, businesses
can drive revenue growth and improve profitability through increased sales and reduced
marketing costs associated with acquiring new customers.

4. Competitive Advantage: A customer-centric approach can differentiate a business

from its competitors. Providing exceptional customer experiences that competitors struggle to
match can become a powerful competitive advantage, leading to increased market share and
sustainable growth.

5. Enhanced Brand Reputation: Businesses that prioritize customer satisfaction and

deliver exceptional experiences build positive brand reputations. Word-of-mouth
recommendations from satisfied customers and positive online reviews can significantly
enhance brand visibility and credibility, attracting new customers and reinforcing loyalty
among existing ones.

6. Better Insights for Decision-Making: By actively listening to customer feedback and

analyzing customer data, businesses gain valuable insights into market trends, preferences,
and opportunities. These insights inform strategic decision-making, product development,
marketing campaigns, and other business initiatives, leading to more informed and effective
strategies.
7. Efficient Resource Allocation: Focusing on the needs and preferences of the most
valuable customers allows businesses to allocate resources more efficiently. By targeting
efforts toward high-value customers and segments, businesses can optimize marketing spend,
product development efforts, and customer service resources to maximize return on
investment.

8. Adaptability and Innovation: Customer-centric organizations are more adaptable and

innovative. By continuously seeking feedback and insights from customers, businesses can
identify emerging trends, anticipate changing customer needs, and innovate new products,
services, and experiences to stay ahead of competitors and remain relevant in the market.
Overall, embracing a customer-centric approach can lead to significant benefits for
businesses, including increased customer satisfaction, loyalty, revenue, and profitability, as
well as a stronger competitive position and enhanced brand reputation.
Here are some innovative ways businesses can indulge in a customer-centric approach:
1. Co-Creation Sessions: Invite customers to participate in co-creation sessions where
they can provide input and feedback on product development, features, and designs. This
collaborative approach ensures that products and services are aligned with customer needs
and preferences from the outset.

2. Virtual Reality (VR) Showrooms: Use virtual reality technology to create immersive
virtual showrooms where customers can explore products and experiences in a lifelike
environment. This allows customers to interact with products and visualize them in different
settings before making a purchase decision.

3. Predictive Personalization: Utilize predictive analytics and machine learning

algorithms to anticipate customer needs and personalize recommendations in real-time. By
analyzing past behavior, preferences, and contextual data, businesses can deliver highly
relevant and timely offers and content to each customer.

4. Experiential Marketing Events: Host experiential marketing events or pop-up

activations that immerse customers in memorable experiences related to your brand or
products. These events can create emotional connections with customers and foster brand
loyalty through interactive and engaging experiences.

5. Subscription Services with Personalization: Offer subscription-based services that are

personalized to each customer's preferences and usage patterns. By curating customized
subscription boxes or services based on individual tastes and preferences, businesses can
enhance customer satisfaction and loyalty.

6. Social Listening and Engagement: Monitor social media channels and online
communities to listen to customer feedback, comments, and conversations about your brand.
Engage with customers proactively, respond to their inquiries and concerns promptly, and
show appreciation for their feedback to demonstrate your commitment to customer
satisfaction.

7. AI-Powered Chatbots for Customer Support: Implement AI-powered chatbots

equipped with natural language processing capabilities to provide personalized and efficient
customer support around the clock. These chatbots can handle routine inquiries, troubleshoot
issues, and escalate complex queries to human agents when necessary, improving the overall
customer experience.

8. Augmented Reality (AR) Product Trials: Enable customers to virtually try on products
or visualize them in their own space using augmented reality technology. AR-powered
product trials enhance the online shopping experience by allowing customers to see how
products look and fit before making a purchase, reducing returns and increasing confidence in
buying decisions.

9. Gamification of Loyalty Programs: Gamify loyalty programs by incorporating

elements of competition, rewards, and challenges to incentivize customer engagement and
participation. Offer rewards, badges, and exclusive perks for completing specific actions or
milestones, encouraging customers to stay actively engaged with your brand.
10. Voice Commerce and Smart Assistants: Embrace voice commerce technology and
integrate with smart assistants like Amazon Alexa or Google Assistant to enable seamless
voice-activated shopping experiences. Customers can use voice commands to search for
products, place orders, and receive personalized recommendations, streamlining the
purchasing process and enhancing convenience.
By embracing these innovative approaches, businesses can deepen their commitment to
customer centricity and create memorable experiences that resonate with customers, fostering
long-term loyalty and advocacy.
Many companies across various industries have adopted a customer-centric approach as a
core part of their business strategy. Here are some notable examples:

1.Amazon: Amazon is renowned for its relentless focus on customer satisfaction. The
company's customer-centric philosophy is evident in its commitment to providing a seamless
online shopping experience, personalized product recommendations, fast shipping options,
and responsive customer service.

2.Zappos: Zappos, an online shoe and clothing retailer, is widely praised for its exceptional
customer service and commitment to customer satisfaction. The company prioritizes building
strong relationships with customers through features like free shipping and returns, a 365-day
return policy, and a 24/7 customer support team known for going above and beyond to assist
customers.

3.Apple: Apple is known for its customer-centric approach to product design and user
experience. The company focuses on creating intuitive and user-friendly products that delight
customers and keep them coming back for more. Apple's Genius Bar support services and
emphasis on customer education further reinforce its commitment to customer satisfaction.

4.Disney: Disney is synonymous with creating magical experiences for its customers,
whether it's through its theme parks, movies, or consumer products. The company places a
strong emphasis on understanding and exceeding the expectations of its guests, delivering
exceptional service, and creating memorable moments that keep customers coming back year
after year.

5.Netflix: Netflix is committed to providing a personalized and engaging streaming

experience for its customers. The company uses data analytics and machine learning
algorithms to recommend content based on each user's viewing history, preferences, and
behavior, ensuring that customers find content they love and stay engaged with the platform.

6.Starbucks: Starbucks is known for its customer-centric approach to coffee retailing. The
company prioritizes creating a welcoming and comfortable atmosphere in its stores, offering
customizable drinks, and providing excellent customer service. Starbucks also leverages its
loyalty program and mobile app to reward and engage customers, driving repeat visits and
sales.
7.Airbnb: Airbnb has revolutionized the travel industry by putting the needs and preferences
of its guests and hosts at the center of its platform. The company enables travelers to book
unique accommodations and experiences tailored to their tastes, while also providing hosts
with tools and support to create memorable stays for guests.

8.Tesla: Tesla is known for its customer-centric approach to electric vehicle (EV)
manufacturing and sales. The company prioritizes customer feedback and continuously
updates its products with new features and improvements based on customer input. Tesla's
direct-to-consumer sales model and focus on customer education and support further
differentiate it in the automotive industry.

These companies demonstrate that embracing a customer-centric approach can lead to

enhanced customer satisfaction, loyalty, and long-term success in today's competitive
business landscape.
RATIONAL FOR CHOOSING THE TOPIC
1.Wider acceptability –
Lately companies have been more focused on the demand of the customers and the target
audience , this project would help me understood in detail about the latest developments and
concepts of customer centricity.
2. Business Strategy:
Understanding and implementing a customer-centric approach is essential for businesses
looking to differentiate themselves, build strong customer relationships, and drive long-term
growth and profitability. Researching customer centricty can provide insights into effective
strategies and best practices for achieving these objectives.
3. Digital Transformation: With the rise of digital technologies and changing consumer
behaviors, businesses need to adapt their strategies to meet evolving customer expectations.
Researching customer centricty can provide insights into leveraging digital channels, data
analytics, and automation to deliver personalized and seamless customer experiences.
OBJECTIVES
1. To study how customer centricity is important to business
2. To study how customer centricity helps customers make
purchase decisions
3. To study the awareness of customer centric approach
 CHAPTER – 2
LITERATURE REVIEW
Zarrin, S., Daim, T., Gillpatrick, T., Bolatan, G., & Sharma, M. (2024). Evaluating customer
orientation in e-commerce: an organization focused technology assessment. Technology
Analysis & Strategic Management, 1-16. This research focuses on designing a new maturity
model to evaluate and plan an organization's customer-centricity. The Hierarchical Decision
Model (HDM) is used as the primary methodology to quantify impacting factors and intensity
of influence on the ultimate outcome. To demonstrate the proposed model in the real world, a
case study is performed in the e-commerce industry, especially B2C online retailer
organizations. This research tackles the scarcity of documentation on creating maturity
models that are widely accepted and sustainable, demonstrating the innovative use of the
HDM methodology. In summary, the study successfully achieves its overarching objective of
crafting a comprehensive model for assessing organizational maturity in the customer-centric
approach, encouraging the widespread adoption of the proposed methodology across diverse
sectors.This study endeavors to introduce an innovative approach for assessing an
organization's customer-centricity, incorporating both product and service deliverables,
specifically referred to as Product-Service Systems (PSS).
Ahmadi, S., Shokouhyar, S., Amerioun, M., & Tabrizi, N. S. (2024). A social media analytics-
based approach to customer-centric reverse logistics management of electronic devices: A
case study on notebooks. Journal of Retailing and Consumer Services, 76, 103540.With the
advancement of technology, the rate of replacement of unused electronic devices by
consumers has increased. Throwing away these devices wastes the scarce natural resources
used in their production and also has harmful effects on the environment. Using the concept
of reverse logistics leads to the reduction of waste of electronic products such as laptops and
the reuse of their parts. To implement the reverse logistics process in the production process,
companies need to know which parts of their products have problems or breakdowns when
used by consumers so that they can make the right decision about reusing, repairing or
recycling the returned product parts. In this paper, the most effective decision-making
strategies in reverse logistics based on consumer feedback are discussed. The result of using
this model presented in this research is reducing costs and increasing producer productivity,
which will ultimately lead to consumer satisfaction. This paper focuses on social media data
to gather consumer feedback to optimize the decision-making process in reverse logistics
through a data analytics approach.
Appleyard, M. M., & Velazquez, H. (2024). Customer-Centric Open Innovation Guided by
Design Strategy.This chapter provides a detailed analysis of outside-in open innovation
during new product development. Departing from past internally-focused and siloed
innovation practices, Gammasonics, a medical equipment division within Siemens, developed
a customer-centric open innovation process guided by design principles. To get to the essence
of customer value, the innovation team broadened the definition of “customer” to include
every person who interacted with the equipment from the moment it left the loading dock.
The pursuit of ambitious stretch goals required the team to center the customer in order to
achieve “immersive innovation” based on five dimensions: Engaged Empathy, Vanguard
Visioning, Targeted Triage, Democratized Design, and Sustained Superiority. These five
dimensions analyzed in this chapter contribute both to theory and practice to improve open
innovation outcomes. The team’s new innovation process resulted in a novel platform
strategy where one base system served all geographic markets, countering the long-held
assumption that each geographic region required its own platform. Within a year, the
company had regained market share that had been eroded over the prior decade. Siemens
continued to lead the market for over 15 years by implementing continuous improvements to
the platform, reflecting the payoff to the innovation team’s commitment to customer-centric
open innovation.
Gordon-Isasi, J., & Ronda, L. (2024). Creating student value in higher education through
customer-centric integrated marketing communication. Journal of Marketing for Higher
Education, 1-24.Integrated marketing communication (IMC) involves the seamless
coordination of communications and marketing media within organizations. While scholars in
higher education (HE) have explored the internal benefits of successful IMC, there’s a lack of
contributions examining student satisfaction and benefits. Recognizing that perceived values
are subjective, this study analyzes student value creation in HE from a student-centric
perspective through IMC. Employing qualitative means-end analysis, we conducted 30
interviews with graduate and undergraduate students at a top-tier HE institution in Europe.
The thematic analysis exposes multidirectional ties between attributes and higher value
forms. This paper contributes by presenting a hierarchical model of student value structures
elucidating the utility derived from IMC strategy elements. Results offer HEIs insights to
devise student value propositions aligned with sought-after values via communication
strategies. By identifying the underlying reasons for the value students place on their
experiences, HEIs can adapt and tailor their communication approaches. This novel
perspective ensures HEI IMC strategy success, enabling flexibility in constructing strategies
that deliver the desired value to students and fall within the HEI’s capacity to provide.
Saeed, S. (2023). A customer-centric view of E-commerce security and privacy. Applied
Sciences, 13(2), 1020.Business organizations have huge potential to increase their customer
base by offering e-commerce services, especially in the post-pandemic era. Ensuring secure
e-commerce applications plays an important role in increasing customer base. To develop
appropriate policies and secure technological infrastructures, business organizations first need
to establish an understanding of the reservations of their customers toward e-commerce, as
well as their perception of security and privacy of e-commerce applications. In this paper, we
present the results of an empirical study of e-commerce customers conducted in Pakistan to
gain an insight into their mindset on using e-commerce applications. An online questionnaire
was set up to collect data, which were analyzed using the partial least squares method with
SmartPLS software. The empirical findings highlight that customers’ concerns about credit
card usage, concerns over information security, motivational factors for shopping offered by
business organizations, customer trustworthiness, and user’s feelings about the reputation of
e-commerce impact their perception of security of online data and trust in an e-commerce
application
Alshurideh, M., Kurdi, B., Alhamad, A., Hamadneh, S., Alzoubi, H., & Ahmad, A. (2023).
Does social customer relationship management (SCRM) affect customers’ happiness and
retention? A service perspective. Uncertain Supply Chain Management, 11(1), 277-288.The
main aim of this study is to examine the effects of social customer relationship management
(CRM) on customer happiness and customer retention. To achieve the study objectives, a
quantitative research method is adopted in this study to examine the hypotheses by using a
survey questionnaire for the purpose of data collection from the target sample of customers of
telecommunication firms working in Jordan. The instrument is designed and customized to
conduct this study and meet the research objectives. A total of 319 valid and reliable
responses are returned and they are analyzed using the SEM approach through SmartPLS3
software to examine the hypotheses. The findings reveal significant and positive effects of the
most social CRM elements studied on customer happiness and the customer happiness
influenced customer retention. The study contributes to the respective research field with
further better understanding of the role of social CRM to increase customer happiness and
retain long term relationships with them
Shevchenko, T., Saidani, M., Ranjbari, M., Kronenberg, J., Danko, Y., & Laitala, K. (2023).
Consumer behavior in the circular economy: Developing a product-centric
framework. Journal of Cleaner Production, 384, 135568.The operationalization of circular
economy (CE) strategies requires consumer involvement in the acquisition, use, and disposal
of products and services. However, encouraging sustainable consumption patterns and CE-
oriented consumer behavior to enable the CE in practice is complex and in its infancy stage.
This study aims to clarify, frame, and measure consumer contributions to the implementation
of the CE in regard to the 10R circular strategies: recover, recycle, repurpose, remanufacture,
refurbish, repair, re-use, reduce, rethink, and refuse. The study employs a semi-systematic
literature review and a conceptual analysis to develop an inclusive framework of consumer
behaviors relating to CE perspectives in practice. The manuscript addresses three goals. First,
a tri-dimensional consumer role in contributing to the CE transition is mapped, considering
the consumer as (i) a product customer who acquires products or services, (ii) a product user
who retains the value of products, and (iii) an end-of-life product holder who discards
products.
Alshurideh, M. T., Al Kurdi, B., Alzoubi, H. M., Akour, I. A., Hamadneh, S., Alhamad, A., &
Joghee, S. (2023).Maintaining durable and long-lasting relationships with customers is a key
factor that is widely considered by marketing practitioners and company management.
Therefore, this study aims to explore and examine the factors (personal interest, trust, safety
perceptions, E-transaction acceptance, and privacy concerns) influencing electronic
relationship ER from the customers’ perspectives. The study selected the sample from
university students (456 respondents) and was conducted in United Arab Emirates UAE, to
analyze their perspectives about these factors. The study findings found significantly positive
effect of all these factors on ER. And the most influential one was the personal interest
followed by trust. Our research concludes by mentioning customers’ communication
experiences and perceptions with their companies in order to assess their ability to meet
expectations and maintain ongoing relationships. The research implications offer the
marketing practitioners with insight to diversify their interaction ways with their key
customers
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S.
(2021).Corporate social responsibility has been extensively discussed and linked to the firm
performance by the researchers. However, a significant research gap remains unexplored and
that is measuring the association between corporate social responsibility and customer loyalty
in the developing countries’ context. Drawing on the resource-based view and stakeholder
theory, the present research develops the underlying mechanism through which corporate
social responsibility influences the customer loyalty by simultaneously including corporate
reputation, customer satisfaction, and customer trust as mediators, and corporate abilities as a
moderator. Data were collected from telecom users. The findings demonstrate that corporate
social responsibility initiatives are significantly and positively associated with corporate
reputation, customer satisfaction, and customer trust. Moreover, the mediating results reveal
that corporate reputation, customer trust, and customer satisfaction have mediated the
relationship between corporate social responsibility and customer loyalty. Additionally, the
moderating result reveals that corporate abilities play a significant role in strengthening the
association between corporate social responsibility initiatives and customer loyalty because
high corporate abilities with well-executed corporate social responsibility initiatives lead to
high loyalty. The research highlights the significance of the corporate social responsibility
actions are mandatory for organizational success and guides the policymakers, managers, and
scholars.
 CHAPTER 3
RESEARCH METHODOLOGY

Research methodology
This chapter looks at the various research methodologies and research methods that are
commonly used by researchers and which have also been used in this project.

The research methodology and research method used in this research is also acknowledged
and discussed. The chapter starts off by providing a comprehensive introduction to research.
Then the research methodologies and research methods particularly used in information
systems are discussed. A section that compares and differentiates between the two is
presented first, followed by the section on research methodology. Then the different types of
research methodology are described and the two main types of research methodologies
namely qualitative research methodology and quantitative research methodology is discussed.

The research methodology that has been utilized for this research is discussed and the reason
why the particular research method was chosen with proper justification is explained. Since
secondary data sources have been used in this research, a section is included to discuss the
differences between the two and to explain the advantages of using secondary data sources
for research.

Introduction

According to Rajasekar et. al. (2006), research is a logical and systematic search for new and
useful information on a particular topic. It is an investigation of finding solutions to scientific
and social problems through objective and systematic analysis. It is a search for knowledge,
that is, a discovery of hidden truths. Here knowledge means information about matters. The
information might be collected from different sources like experience, human beings, books,
journals, nature, etc. A Research can lead to new contributions to the existing knowledge.
Only through research is it possible to make progress in a field. Research is done with the
help of study, experiment, observation, analysis, comparison and reasoning. Research is in
fact ubiquitous. More precisely, research seeks predictions of events and explanations,
relationships and theories for them.

Research Problem
My study focuses on the assess and address The Customer Centric Approach and its
importance for a business and importance in purchase decisions for the customers

Research Objectives

The research objectives for this project are:

1. Promote awareness about customer centricity .

2. Understand common customer centric activities done by companies

Research approaches

1. Qualitative research
Qualitative research is expressed in words. It is used to understand concepts, thoughts or
experiences. This type of research enables you to gather in-depth insights on topics that are
not well understood. Common qualitative methods include interviews with open-ended
questions, observations described in words, and literature reviews that explore concepts and
theories. Qualitative research is also at risk for certain research biases including the
Hawthorne effect, observer bias, recall bias, and social desirability bias.

2. Quantitative research

Quantitative research is expressed in numbers and graphs. It is used to test or confirm

theories and assumptions. This type of research can be used to establish generalizable facts
about a topic. Common quantitative methods include experiments, observations recorded as
numbers, and surveys with closed-ended questions. This Study uses both Qualitative and
Quantitative Research but focuses on Qualitative Research.

The Survey was conducted with a Sample Size of 103 People, who were asked mostly open-
ended questions.

Sources of data collection

Data collection is the process of gathering, measuring, and analysing accurate data from a
variety of relevant sources to find answers to research problems, answer questions, evaluate
outcomes, and forecast trends and probabilities. Accurate data collection is extremely
necessary to make informed business decisions, ensure quality assurance, and maintain
research integrity. During data collection, researchers must identify data types, data sources,
and data collection methods. Data collection is heavily used in the research, commercial, and
government sectors.

Primary Data
This is original, first-hand data collected by data researchers, as the name implies. This is the
first step in gathering information, and it is completed before any additional or related
research is conducted. Primary data results are highly accurate provided the information is
collected by the researcher. However, there is a drawback: first-hand research can be time-
consuming and costly.

Research Instrument

A research instrument is a tool used to obtain, measure, and analyse data from subjects
around the research topic. Researcher needs to decide the instrument to use on the basis of the
type of study he is conducting, Quantitative, Qualitative or Mixed-Method. The research
instrument used in this study is a questionnaire, which has a few qualitative as well as
quantitative questions.

Questionnaires are written instruments and may be administered face to face, by proxy, or
through mail. The development of questionnaire in survey research should always include a
plan for testing its reliability and some level of validity to assure a level of accuracy and rigor
to the study findings. The data has been collected from a primary source (questionnaire).
DATA SAMPLING

Data sampling is a statistical analysis technique used to select, manipulate and analyse a
subset of data points to identify patterns and trends in the larger data set being examined. The
type of data sampling used in this study is Random Sampling technique. Random sampling is
analogous to putting everyone's name into a hat and drawing out several names. Each element
in the population has an equal chance of occurring.
 CHAPTER 4
FINDING AND ANALYSIS
 CHAPTER 5
CONCLUSION ,SUGGESTIONS
AND LIMITATIONS

CONCLUSION
 Emerging markets (EMs) demonstrate a strong potential to become superpowers for
multiple socio-economic reasons globally. These markets provide several
opportunities in the form of a large population base, increasing per capita income, and
tech-savviness. However, the fragmented retailing landscape in EMs presents varied
challenges to the EM retailers, with retailers vying for the same customer base that
shops at organized, unorganized, and e-commerce retail formats.
 The implementation of a customer-centric approach within any organization is not
merely a trend, but a fundamental strategic imperative for sustained success in today's
dynamic business landscape. Through this project, we have delved into the various
dimensions and implications of adopting a customer-centric mindset, recognizing that
it transcends mere customer service to become a holistic organizational ethos.

 First and foremost, we have identified that a customer-centric approach necessitates a

deep understanding of customer needs, preferences, and pain points. This
understanding forms the bedrock upon which products, services, and experiences are
designed and delivered. By leveraging customer data, feedback mechanisms, and
market insights, organizations can tailor their offerings to precisely match customer
expectations, thereby fostering loyalty and advocacy

 The project has underscored the significance of organizational alignment and culture
in driving customer-centricity. From top leadership down to frontline staff, every
individual within the organization must be imbued with a shared commitment to
prioritizing customer satisfaction and exceeding expectations. Cultivating a culture of
empathy, responsiveness, and continuous improvement empowers employees to
proactively anticipate and address customer needs, thereby fostering lasting
relationships and differentiation in a crowded marketplace.

 Furthermore, technology emerges as a powerful enabler in realizing the full potential

of a customer-centric approach. From sophisticated data analytics tools to AI-powered
chatbots and personalized marketing platforms, organizations have an array of
technological solutions at their disposal to streamline customer interactions,
personalize experiences, and deliver seamless omnichannel engagement. However, it
is crucial to emphasize that technology should complement, rather than replace,
human touchpoints, as genuine human connections remain central to fostering trust
and loyalty.

 In light of these insights, it is evident that embracing a customer-centric approach is

not without its challenges. It requires a cultural shift, strategic investment, and
ongoing commitment from all stakeholders. Nevertheless, the rewards are manifold,
ranging from enhanced customer satisfaction and loyalty to sustainable revenue
growth and competitive advantage

 this project has served to underscore the transformative power of a customer-centric

approach in driving organizational success and fostering meaningful relationships
with customers. By prioritizing customer needs, aligning organizational processes,
and leveraging technology intelligently, organizations can thrive in an increasingly
customer-centric marketplace, positioning themselves as trusted partners in the
journey towards mutual value creation.
SUGGESTIONS
1.Develop a Deep Understanding of Customer Needs:
 Invest in market research, surveys, and customer feedback mechanisms to gain
insights into customer preferences, pain points, and expectations.
 Create customer personas to represent different segments of your target audience,
allowing for more targeted and personalized strategies.
2.Align Organizational Culture with Customer-Centric Values:
  Foster a culture of empathy, responsiveness, and accountability where every employee
understands the importance of prioritizing customer satisfaction.
 Recognize and reward behaviors that demonstrate a commitment to delivering
exceptional customer experiences.
3.Empower Frontline Employees:
 Provide training and resources to empower frontline employees to address customer
needs effectively and autonomously.
 Encourage employees to take ownership of customer issues and seek creative
solutions to exceed customer expectations.
4.Implement Agile Processes:
 Adopt agile methodologies and iterative approaches to product development and
service delivery, allowing for rapid adaptation to changing customer needs and market
dynamics.
 Break down silos between departments to facilitate cross-functional collaboration and
alignment in delivering seamless customer experiences.
5.Utilize Customer Data Effectively:
 Leverage customer data analytics to gain actionable insights into customer behavior,
preferences, and trends.
 Personalize marketing messages, product recommendations, and service offerings
based on customer segmentation and behavioral analysis.
6.Prioritize Customer Feedback and Communication:
 Establish channels for collecting and acting on customer feedback in real-time, such
as online surveys, feedback forms, and social media monitoring.
 Communicate transparently with customers about changes, updates, and
improvements to products and services, demonstrating a commitment to continuous
improvement.
7.Invest in Customer Relationship Management (CRM) Systems:
 Implement robust CRM systems to centralize customer data, track interactions, and
manage relationships throughout the customer lifecycle.
 Use CRM data to anticipate customer needs, personalize interactions, and identify
opportunities for upselling and cross-selling.
8.Measure and Iterate:
 Define key performance indicators (KPIs) to measure the effectiveness of customer-
centric initiatives, such as customer satisfaction scores, Net Promoter Score (NPS),
and customer lifetime value.
 Regularly review performance metrics and iterate on strategies based on feedback and
insights gained from data analysis.
9.Embrace Technology and Innovation:
  Embrace emerging technologies such as artificial intelligence, machine learning, and
automation to enhance customer experiences and streamline internal processes.
 Stay abreast of industry trends and innovations to remain competitive and meet
evolving customer expectations.
10.Lead by Example:
 Demonstrate leadership commitment to a customer-centric approach by actively
championing customer-centric values and behaviors.
 Encourage collaboration and knowledge sharing among employees to foster a culture
of continuous learning and improvement.

LIMITATIONS
1.Risk of Overemphasis on Individual Customers: In pursuit of satisfying individual customer
needs, there's a risk of neglecting broader market trends and preferences. Focusing too
narrowly on individual customers may lead to missed opportunities for innovation and market
expansion.
2.Resource Intensiveness: Implementing a customer-centric approach often requires
significant investments in technology, training, and organizational restructuring. For smaller
businesses or those with limited resources, the upfront costs may be prohibitive.
3.Difficulty in Scalability: Customer-centric strategies that rely heavily on personalized
interactions and high-touch customer service may struggle to scale effectively as the
customer base grows. Maintaining consistency and quality across a larger customer base can
be challenging.
4.Vulnerability to Customer Biases: Relying solely on customer feedback and preferences
may lead to biases in decision-making. Certain customer segments may have disproportionate
influence, potentially skewing strategic priorities or product development efforts.
5.Incompatibility with Certain Business Models: Industries with commoditized products or
services may find it challenging to differentiate solely based on a customer-centric approach.
In such cases, competing on factors like price or convenience may be more effective.
6.Potential for Misinterpretation of Customer Needs: Despite efforts to gather and analyze
customer feedback, there's always a risk of misinterpreting or misrepresenting customer
needs. Assumptions about customer preferences may lead to misguided product or service
offerings.
7.Resistance to Change: Implementing a customer-centric approach often requires cultural
and organizational change. Resistance from employees accustomed to traditional ways of
operating can impede progress and hinder the effectiveness of customer-centric initiatives.
8.Complexity in Metrics and Measurement: Measuring the impact of customer-centric
initiatives can be complex, as outcomes may not always be immediately quantifiable. Metrics
such as customer satisfaction scores or Net Promoter Score (NPS) provide insights but may
not capture the full value of long-term customer relationships.
9.Potential for Customer Exploitation: In rare cases, organizations may prioritize short-term
gains over long-term customer relationships, leading to practices that exploit or manipulate
customer trust. Ethical considerations are essential to prevent such outcomes .

BIBLIOGRAPHY
1. https://journals.sagepub.com/doi/abs/10.1177/1094670506294666
 2. https://scaledagileframework.com/customer-centricity/#:~:text=Customer
%20Centricity%20is%20a%20mindset,deep%20understanding%20of%20customer
%20needs.
3. https://blog.hubspot.com/service/customer-centric
4. https://www.questionpro.com/blog/what-is-customer-centricity/
5. https://www.helpscout.com/playlists/customer-centricity/
6. https://books.google.co.in/books?
hl=en&lr=&id=F5VKEAAAQBAJ&oi=fnd&pg=PA7&dq=customer+centricity+&ots
=jklth0itaN&sig=wTzo76jTPHy92yOQr4ER4hi8zS4&redir_esc=y#v=onepage&q=cu
stomer%20centricity&f=false
7. https://link.springer.com/article/10.1007/s13162-018-0119-x
8. https://link.springer.com/book/10.1007/978-981-10-4442-7
9. https://link.springer.com/chapter/10.1007/978-3-319-91797-9_15

ANNEXURE
QUESTIONNAIRE

1.Age?

 10-18
 18-30
 30-50
 50&above

2. Occupation?

 Student
 Self employed
 Retired
 Job
 Homemaker
3.Do you understand what customer centricity is ?
 Yes
 No
 I have a little idea
4.Do you know the difference between customer focus and customer centric?
 Yes
 No
 Maybe

5. Does the customer service provided by the business influence your purchase decision?
 Yes
 No
 Maybe
6. Do you pay extra money for your product to get better after sale customer services?
 Yes
 No
 Maybe
7 .Would you prefer the product with better customer centricity and less features than
its opponent?
 Yes
 No
 Maybe
8. Do you feel that companies take your feedback into consideration when making improvements
or changes?

 Yes
 No
 Maybe

9. Would you be more likely to purchase from a company with positive reviews and
recommendations from friends and families?

 Yes
 No
 Maybe

10. Do you prefer companies that offer personalized recommendations or customise experience
based on your preferences and past interaction?

 Yes
 No
 Maybe

11. Do you believe that companies that actively seek and respond to customer feedback are more
likely to meet your needs and expectations?

 Yes
 No
 Maybe

12. Would you prioritise purchasing from a company that values building long term relationships
with its customers over that one focuses solely on one time transactions ?

 Yes
 No
 Maybe.

13. Is receiving the prompt and helpful customer support important to you when making a
purchase?

 Yes
 No
 Maybe